Bob Bly's very first post on his newly minted blog is a manifesto of sorts...a direct marketer's take on the "blogosphere" or what he calls "new media." Bob takes a common-sense approach. If it doesn't make money, why do it.

I think his willingness to give this technology a spin is a signal event for a couple of reasons:

1. He is an influencer. This action will inspire others to give blogging a try. His presence in the blogosphere gives it instant credibility.

2. As he learns the nuances and benefits of blogging, he may be able to apply some tried-and-true direct marketing techniques to the medium. Those of us who are into new media have something to learn from the "old school."

Blogging is still trying to find its way in terms of paying off. Revenue generating tools such as AdSense, Blogads, and Pheedo's SimpleAds are still largely testing the waters.

Personally, for the small business person, I favor a business blog as more of a non-direct marketing tool. I see it as an ideal way to create real hegemony within one's industry and get ahead of the competition. The fact that blogs do serve as avenues of communication between the business and the customer is a good thing, even if it doesn't serve to produce income directly.

Bob has much to learn about blogging, and we have much to learn from Bob. It is in both our best interests to be mindful of that fact.